SkinArt MD
Visual Design & Marketing
Overview
At SkinArt MD, a premier medical aesthetics clinic, I lead the end-to-end marketing and communications strategy. Act as the sole guardian of brand identity, ensuring 100% visual and tonal consistency across all digital touchpoints and cultural platforms. My focus is on creating a cohesive brand identity that resonates with a diverse, trilingual audience across North American and Chinese social platforms.
Core Responsibilities & Impact
Multi-Platform Social Media Management
I manage and curate content for Instagram, Google Business, WeChat, and Xiaohongshu (Rednote), ensuring brand consistency across different cultural ecosystems.
Since spearheading these accounts, I have driven an increase in organic follower growth and a rise in cross-platform engagement rates through community management and trend-aligned storytelling. Optimized social funnels to increase inbound lead volume, converting passive followers into active clinic inquiries.
Performance Marketing
I leverage Meta Ad Manager to architect and optimize full-funnel social campaigns. By performing granular audience segmentation, I successfully reduced Cost Per Acquisition (CPA) while expanding brand reach.
Visual Storytelling & Video Production
I produce high-engagement Reels and video content, handling everything from filming to editing in CapCut and Premiere Pro.
Trilingual Content Creation
I write and edit all copy in both English and Chinese, tailoring the tone to suit the specific nuances of each platform and audience.
Experiential Marketing & Strategic Outreach
End-to-End Event Activation: Conceptualize and execute high-touch in-clinic events, managing all experiential logistics from initial programming to post-event analysis.
Influencer Relations & Partnership Management: Identify and negotiate with key industry influencers and vendors to drive brand advocacy and expand market reach within the local community.
Stakeholder Management: Serve as the primary point of contact for external partners, ensuring all collaborations align with the clinic’s strategic growth objectives.
Multi-Channel Design & Brand Collateral
Integrated Creative Production
Architect high-fidelity physical and digital assets, including brochures, signage, and promotional posters, maintaining a luxury brand aesthetic across all touchpoints.
Email Marketing & Conversion
I manage the end-to-end email marketing lifecycle, utilizing segmentation to deliver personalized promotional and educational content. These targeted campaigns resulted in an increase in repeat-client bookings and a boost in overall conversion rates for treatments.
Design Systems
Utilize Adobe Creative Suite and Canva to ensure visual identity (VI) consistency, ensuring that physical marketing materials seamlessly complement digital campaigns.
The Results
Organic Growth & Authority Building
Engineered a visual-heavy content strategy across Xiaohongshu (Rednote), WeChat, and Instagram, resulting in a lift in organic engagement by positioning the clinic as an educational leader in medical aesthetics.
Community Engagement & Retention
Strengthened brand loyalty through localized event activations and influencer synergies, increasing brand sentiment and community footprint.